PVS

Product Variant Selector

Conjoint.ly Product Variant Selector (PVS) is a comprehensive methodology for testing up to 300 product ideas that helps you identify the most appealing product variants for your brand or product category. It combines several techniques that our team have developed and refined on full-service projects for FMCG brands:

  • Choice of most appealing variant idea among a set of several variants (similar to conjoint analysis).
  • Adaptive experimental design algorithm that reduces sample size and brings clarity around top variants by zooming in on most promising ideas.
  • Diagnostic questions using a range of methods, including our unique positive-negative rating scale to help you get a de-biased view of how your customers see each product idea and compare results across cultures and countries.
  • Brand associations to help you check which brand each product idea is most closely associated with.
  • Open-ended feedback showing both positive and negative reactions to each variant.

Main outputs

Summary of preferences and diagnostics for each product idea

Summary of preferences and diagnostics for each product idea

Compare performance of different variant on several metrics:

  • Preference Score (and Rank) from choice-based questions where respondents pick the product variant that appeals to them the most.
  • Diagnostics to help you assess how respondents rate variants on either standard questions ("healthy", "natural", "premium", etc.) or your own measures.
Summary of responses for multiple choice diagnostic questions

Summary of responses for multiple choice diagnostic questions

Percentage of responders who selected each option are shown for each product idea, allowing for comparisons between product ideas.

Summary of preferences and diagnostics by topic

Summary of preferences and diagnostics by topic

If you group your product ideas into different segments, this table will summarise average scores (both preference and diagnostics) for these segments.

Correlations of relative preferences for claims among respondents

Correlations of relative preferences for claims among respondents

Do you want to know whether people who like grape flavour also like strawberry flavour? With this table, you can explore what preferences are correlated and which ones are not.

This output is only available for tests of up to 50 product variants.

Brand associations for each product idea

Brand associations for each product idea

If you are testing a generic product, you can add a list of brands. We will check which brands respondents associate a product idea with. If you are testing your own branded product, add sub-brands and brand extensions. This table will summarise what percentage of respondents associate each variant with different brands.

Passport of a product idea

Passport of a product idea

Each product idea gets its own passport that shows how well it performs on each metric and shows positive and negative reactions.

Product variants that are among top ideas and also perform well on diagnostics receive a seal of approval as Winning Variants.

TURF analysis

TURF analysis

TURF stands for Total Unduplicated Reach and Frequency. It is a technique that came into prominence during the 1950s in the space of media planning. In this report, we are only using the "reach" component of this technique.

Reach is the percentage of respondents for whom at least one of the product ideas in a particular combination is their most preferred variant. That is, it is a measure of how many respondents can be "activated" by a combination of variants.

Importantly, product ideas are tested one-by-one (not in combinations). Therefore one must be careful not to misinterpret this as ranking of preferences for combinations of products.

This output is only available for tests of up to 50 product ideas.


Complete solution for product range optimisation

GC
Range optimisation
Features and claims

Generic Conjoint

Feature and claim selection and measuring willingness to pay for features for a single product.

BSC
Pricing research
Range optimisation

Brand-Specific Conjoint

Feature and claim selection and pricing in markets where product characteristics vary across brands, SKUs, or price tiers.

CT
Features and claims

Claims Test

Test pricing of new and existing consumer goods in a competitive context using elasticity charts, revenue, and profitability projections.

MD
Range optimisation
Features and claims

MaxDiff Analysis

MaxDiff analysis for robust ranking of flavours of your product by consumer preference; or usage occasions by frequency.

PVS
Range optimisation

Product Variant Selector

Feature and claim selection and pricing in markets where product characteristics vary across brands, SKUs, or price tiers.

BPTO
Pricing research

Brand-Price Trade-Off

Test pricing of new and existing consumer goods in a competitive context using elasticity charts, revenue, and profitability projections.

GG
Pricing research

Gabor-Granger Pricing Method

Determine price elasticity for a single product and identify revenue-maximising price level.

VW
Pricing research

Van Westendorp Price Sensitivity Meter

The Price Sensitivity Meter helps determine psychologically acceptable range of prices for a single product and approximately estimate price elasticity.

AB
Concept testing

A/B Test

Perform focussed comparisons between two items to determine which performs better.

AT
Concept testing

Ad Test

Test the effectiveness of your advertisements using a comprehensive research method

DAT
Concept testing

Digital Asset Test

Test the effectiveness of your digital advertisements in an online environment

IT
Concept testing

Image Test

Test the effectiveness of your images in an online environment

MT
Concept testing

Monadic Test

Compare performance of concepts or products through thorough testing on several metrics.

PDT
Concept testing

Product Description Test

Validate your product descriptions before release

PCT
Concept testing

Product Concept Test

Determine the best concepts through focussed testing

VT
Concept testing

Video Test

Test the effectiveness of your videos in an online environment

IS
Concept testing

Idea Screener

Perform preliminary screening to find your best product ideas.

PT
Concept testing

Package Test

Discover the best packaging for your products

TURF
Range optimisation
Features and claims

TURF Analysis Simulator

Conduct automated TURF analysis on any dataset using Conjoint.ly’s user-friendly TURF analysis tool.

DIY

DIY Experimental Design

Allowing advanced choice modellers to upload their own experimental designs and perform data collection on Conjoint.ly.

MOBS

Monthly Omnibus Survey

Track consumer attitudes and perceptions on regular basis in the USA, UK, France, and Spain in a timely and cost-efficient manner.

FST

Free Survey Tool

Fully-functional online survey tool with various question types, logic, randomisation, and reporting for unlimited number of responses and surveys.